BERLIN — Alexander Wirth has been named chief operating officer and deputy chief executive officer of the German ski and sportswear specialist Bogner.
The former director of Ralph Lauren Germany will join Bogner in the beginning of 2016 in the newly created chief operating officer position, and after a handover period will take over the ceo role from owner and chief executive Willy Bogner, the company said.
In addition to his tenure at Ralph Lauren, Wirth held management positions at Burberry and René Lezard. The executive shares Bogner’s enthusiasm for sports, and noted he “grew up with the brand” as a competitive tennis player in his youth.
“I appreciate Bogner as a family business with a great tradition and a lot of substance,” he went on. “As a leading provider of exclusive sports fashion, luxury sportswear and designer fashion Bogner is an internationally recognized lifestyle company.”
The 83-year-old family owned label had been scouting for a buyer in 2014, but was taken off the block last June when Bogner decided to continue the brand’s worldwide expansion with his own team. Now 73, Bogner, a former Olympic skier, noted ski cinematographer as well as director, producer, actor and screenwriter, joined the Munich-based family firm in 1972 and significantly broadened its product range.
Bogner employs more than 800 worldwide. Selling to more than 35 countries, the company generated 2014 sales of 500 million euros, or $664.6 million at current exchange, with its brands Sônia Bogner, Bogner (Woman, Man, Sport and Kids), Bogner Fire + Ice, as well as licenses, including jeans, ski equipment, watches and shoes.
